A Study of Buying Behaviour of Luxury Cars in (Bangalore) India

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CHAPTER 1: INTRODUCTION

Outline of the Study

This dissertation is based on the topic of “Buying Behaviour of Consumers in the Indian luxury car market.' Below suggests the outline for the study undertaken:

The first chapter has discussed the aim and significance of the study.

The second chapter includes a literature review that highlights the growth of the Indian luxury car market. The literature review highlights the previous research conducted on the topic.

The third chapter covers the methodology for this study, which includes the methodology chosen for conducting the research.

The fourth chapter will conclude the dissertation, providing implications and useful recommendations for further research.

The fifth chapter will conclude the dissertation, providing implications and useful recommendations for further research.

Background of the Study

The growth potential of the Indian Automobile Industry is rapidly increasing. There has been an increase in the demand for Indian automobiles with changes in the customer lifestyle. The surge of urbanization has also influenced the patterns of customer buying behaviour in the luxury car market in India.

Since the first car rolled out on the streets of India, the automobile industry of the country has come a long way. With the growth of the industry, the number of car buyers is also increasing. When compared to past few years, there is an increase in the number of people buying cars. The annual production of the automobile industry in India is approximately 2 million units. The production capacity has made this industry the eleven largest in the world. The automobile market of India holds huge potential that attracts car manufacturers from all over the world (Mandeep & Sandhu, 2006, pp. 69).

Aim of the Study

The main aim of this study is to determine the buying behaviour of customers towards luxury cars in India. This study aims to identify factors that influence the buying behaviour of customers in the luxury car market of Bangalore, India.

Objectives of the Study

The objective of this study is to determine factors that influence the buying behaviour of customers in the luxury car market of Bangalore (India). The study is aimed at the following objectives:

The objectives of this study are:

To understand a critical examination of the customer behaviour literature

To explore factors influencing luxury brands on the buying behaviour of luxury cars in India

To evaluate the buying behaviour of luxury cars in Bangalore, India

To analyse and discuss the findings from the study in Bangalore

To discuss the marketing implications of the study with respect to marketing of luxury cars in Bangalore, India

Research Questions

What are the factors that influence the buying behaviour of customers in the luxury car market of Bangalore, India?

What are implications for marketers in understanding the buying behaviour for customers in India?

Significance of the Study

The luxury car market in India is rapidly growing with an increase in the number of customers. Therefore, there is a need to determine the perception and behaviour of customers in the luxury car market. This study is focused on the city of Bangalore ...